Oct 5, 2016

COMM 3431

Question 1.

a)Model of Comprehension addressed well in this advertisement.

I believe that anyone can understand the title of this ad, which is a generalization; “We are all criminals.” Although this is simple and easy to understand, it is not telling us enough about why all people are to be included in this generalization. So “Comprehension” could be the best “Yale” single-shot model.

  1. b) Model of Attention is not addressed well in this ad.

When I look around of all of the ads in the wall, I saw lots of colorful ads, and some of them bearing attractive pictures. However, there are not any picture or color in this ad. The only peculiar concept in this advertisement will be the size of the front, and it is not an attention grabber for most of the people.

Question 2.

I think this ad is encouraging central processing because it is a high involvement and thought inducing message. In the up left corner, it says: “Have you ever broken the law and not been caught?” Base on this sentence, I could personally think of tons of “illegal action” that I have done so far. For example, crossing the road when the light is red or download the movie from the website, etc.  So, it is a high involvement.

Question 3.

  1. a) The concept of crime, from my understanding, is that there is a big difference between a mistake and a crime. Even if a mistake also affects other people as does a crime, the idea that this makes one a criminal is far-fetched. However, I have known many instances when people commit crimes and are not caught, or it is said that there is no enough evidence to convict them even when there are eye witnesses. These could be the target of the notification that there are people who break the law but are not caught.
  2. b) This ad is not telling us why we are all criminals, but it uses a statement that simply adjusted all of the people are criminals. The details of the explanation are deliberately left out in order to achieve the thought inducing concept that is the aim of the advertisement.
  3. c) The author has no competing messages in the advertisement. All the messages, though giving incomplete information on the generalization are structured to give one course of thinking. The generalization that all people are criminals.

Question 4.

I think there are no ethical violations in this ad. This is because the words used in the ad are nt discriminative or offensive and are well within the law. In addition, the ad seems to be encouraging ethical practices. Obeying the law is everyone’s responsibility. This ad is telling people that we should be observers of the law even when no one is watching.

Question 5.

At some point, people might not care about laws, but when they see this ad, they will atomically create an attitude. It could be positive or negative. Positive people will think: Well, there might be some illegal thing that I have done before, but I have never realized or have never been caught.  On the other hand, negative people will think: That is impossible. I am not a criminal, and I will never be a criminal. This change of attitude may assist people to observe the law better and be better people in the society.

Question 6.

The message in this ad is made effective by the use of generalizations that create an attitude and also induce thinking. The message is clearer when the reader provoked to think about the writing.

The message is made ineffective by lack of attention grabbing aspects required for an ad. Since the message can only be effective if read, the lack of color and images makes the ad not easily read and hence make the message ineffective as many people will not recognize it.


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